游客生态价值观对生态消费行为影响机理研究——基于消费意愿的中介作用

Study on the Influence Mechanism of Tourists' Ecological Values on Ecological Consumption Behavior——Perspective of an Intermediary Role Based on Consumer Will

游客是旅游消费行为主体,研究游客生态消费行为及影响因素对保护景区生态环境、促进经济可持续发展、推动生态文明建设有重要意义。通过构建游客生态消费价值观维度和游客生态消费行为的结构方程模型,探讨生态消费价值观、消费意愿和生态消费行为之间的关系。结果表明:(1)生态价值观由生态认知、生态情感、生态意志和生态评价四个维度构成,生态情感和生态意志对生态价值观的作用更强;(2)游客生态价值观对生态消费行为有正向的直接作用,消费意愿在中间起中介作用。但是存在"知易行难"、"意强行弱"的窘境,还需要政府和旅游企业通过激励、约束、引导等措施来塑造游客的生态价值观,推动游客的生态消费行为。

Tourists are the main body of tourism consumption behavior.Studying on tourists' ecological consumption behavior and influencing factors is of great significance to protecting the ecological environment of the scenic spot,promoting economic sustainable development and the construction of ecological civilization.By constructing the dimension of tourists' ecological consumption values and the structural equation model of tourists' ecological consumption behavior,this paper explores the relationship between ecological consumption values, consumption will and ecological consumption behaviors.The results show that:(1)Ecological values are composed of four dimensions:ecological cognition,ecological emotion,ecological will and ecological evaluation,while ecological emotion and ecological will play a more important role in ecological values;(2)tourists' ecological values have positive effects on ecological consumption behavior,and the consumption intention plays an intermediary role in the middle.However,the dilemma of "easy to understand and difficult to perform"and "forced weakness of meaning" still requires the government and tourism enterprises to shape the ecological values of tourists and promote the ecological consumption behavior of tourists by means of incentives,constraints,guidance and other measures.